Marketing and the 'art' of communicating

6:30pm Friday 7th December 2007

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She's stylish and slick at her job - marketing the most unique arts centre in the UK.

To many the Brewery Arts Centre in Kendal is definitely a one off.

With its extensive theatre, music, visual arts and cinema programmes, countless workshops and classes and outstanding youth groups, for drama, dance and music, not forgetting its restaurant, Intro bar and popular watering hole - it must come pretty close to a having certain uniqueness.

And as its chief executive Sam Mason is always reminding us, 90 per cent of the Brewery's income has to be generated from its own operations, such as bar and catering, and only ten percent comes in from arts grants.

Apparently, no other arts organisation in the UK, as we know, is set up that way.

So, what is it really like trying to market the finer points of the Brewery Arts Centre?

Jane Kondras has been is the hot seat at the Kendal arts centre for a year.

"I've fallen in love with the place," explains Jane.

"We have so many different things to market, including the restaurant and educational facilities."

When she joined the Brewery Jane more or less jumped on to a moving train and is now firmly in the promotional driving seat.

Jane is generally a sea of serenity.

Unflappable.

We first met way back in the 1990s when she was working for Lancaster's Litfest, had long hair and was a Butterworth before her marriage to theatre and production designer, Paul Kondras.

Paul has worked among many of television's glitterati, including David Morrissey.

"The local media is very supportive," she adds.

"The national press seem to think that Kendal is this little place up north somewhere.

"But it is actually this wonderful town, which has so much going on.

"Look at the mountain festival, the biggest festival of its kind in the world and its held here!"

Not forgetting the world class Women's Arts International Festival held this year at the Brewery.

Jane's Brewery team is marketing officer Hannah Flynn and long-serving Brewery treasure Anthony Clement, who looks after the graphics and computer side of the department.

Between them they spread the Brewery word.

Now, as far as communicating with the press is concerned, in my experience, anyway, the most efficient and effective marketing and PR people seem to have a background in or some knowledge of journalism.

Not all, but most.

They know how the relationship with the press works: the demands on space, time and deadlines, not forgetting to mention they are not afraid to pick up the telephone and talk.

Many these days just send an email and fully expect results.

Jane's not one of those.

She follows up with a phone call.

Born in Hollyhead and brought up in Rhyl, Jane's dad John owned a fairground.

The family moved from North Wales to Morecambe in the early 1970s with rides and an arcade in full swing.

Jane took over the business when she was 18 until her late twenties.

"It became too stressful for a woman on her own."

Instead, she toggled off to the University of Central Lancashire at Preston and took a degree in journalism.

Broadcasting was Jane's forte and after graduating she spent a good decade as a freelance producer and stylist, working on commercials such as one for Daz soap powder and in 2001 landed a NHS Health Communications Award for a film on sex education, which she wrote, directed and edited.

She also did a stint as a researcher for journalist Martin Bashir, best known as the TV presenter who persuaded people such as Diana, Princess of Wales, and Michael Jackson to open up their hearts in front of millions of viewers. Jane worked with Martin on Turning Point for the BBC.

So, it's onwards and upwards for Jane and her team.